BeReal is back. Can it stick around this time?

Is it time to BeReal again?

In 2022, the photo-sharing app surged in popularity, won Apple’s “App of the Year,” and even earned its own SNL skit. Once a day, at a random time, users were prompted to post a picture of whatever they were doing. With a 2-minute timer and one shot to make it count, the app’s premise was to capture real moments in real time.

But like most viral sensations, the novelty wore off. Downloads dropped, usage stagnated, and in 2023, the app was sold to French gaming company Voodoo for €500 million.

Now, BeReal wants a second chance.

At Cannes Lions this year, Managing Director Ben Moore shared the company’s comeback plan. “We have people that are committed to building the next big thing with BeReal,” Moore told Business Insider. “We can make something that really answers the demands of Gen Z, who are sick and tired of the filters, of the lenses, of the social pressure of posting something that’s not going to get them the level of views and likes they would want.”

Moore claims the app still has around 40 million active users, mainly in Japan, France, and the U.S. In 2023, worldwide downloads totaled an estimated 31.5 million, which dropped 60% year-over-year to 12.7 million in 2024. According to Sensor Tower, year-to-date downloads are down 50% compared to last year.

For its relaunch, BeReal is trying to win back users by investing in advertising, primarily on other apps owned by Voodoo Games. The team is also hoping to generate buzz through micro ambassadors on college campuses and by sponsoring parties where entry requires downloading the app.

They are giving the app a facelift too, with new features like “nearby,” which lets users discover others in their area, and suggestions for people who post similar kinds of pictures. “We really want to bring back the social aspect of what social media was built for,” Moore said.

But BeReal’s magic wasn’t in its features. It was in the cultural moment—a collective pause from the algorithm for a fleeting sense of connection (even if it was just a selfie at your desk four days in a row).

Can lightning strike twice?